Effective Marketing Business Plan

Every marketing plan template has to adapt to the needs and situation. However, there are standard components that can not do without. A marketing plan template should always have a situation analysis, marketing strategy, sales forecast and budget expenditures.

Situation Analysis: Normally this will include a market analysis, SWOT analysis (strengths, weaknesses, opportunities and threats), and a competitive analysis. The market analysis will include market forecast, segmentation, customer information, and analysis of market needs.

Marketing Strategy: This should include at least a mission statement, objectives and focused strategy including market segment focus and product positioning.

Sales Forecasting: This includes enough detail to track sales month by month and follow the analysis of the plan-vs-real. Normally a plan will also include specific sales by product segment, region or market, through the channels, by manager responsibilities, and other elements. The forecast alone is a minimum.

Expenditure Budget: This should include enough detail to track expenses month by month and follow the plan-vs-actual analysis. Normally a plan will also include sales tactics, programs, management responsibilities, promotion and other items. The expenditure budget is minimal.

Are they sufficient?

These minimum requirements above are not ideal, only the minimum. In most cases you'll begin a marketing plan template with an executive summary, and you also follow the essentials just described with a review of organizational impact, risks and contingencies, and pending issues.

Include a specific action plan

You should also remember that planning is about results, not the plan itself. A marketing plan template should be measured by the results it produces. Implementing your plan is much more important than its brilliant ideas or massive market research. You can influence implementation by building a comprehensive plan of specific plans, specific measurable and can be tracked and controlled. Plan-vs.-actual analysis is critical to the final results and should be incorporated into your marketing plan template.